The Export Brand Of State-owned Garment Foreign Trade Enterprises To Create The New Situation

The Chinese garment-making industry takes an important position in the world. Currently, China has become the biggest OEM exporting country in garment making. The garment trade enterprises have been working for the famous international garment and clothes with low cost and intensive labor cost in exchange of the low processing cost. The majority of the benefit has been obtained by the owner of the famous brands. Garments exporting gives a much better benefit than other fields. Therefore many garment exporting companies and enterprises, especially those state-owned garment exporting companies who used to be monopolizing the market have not recognized the challenge but are easily content with the current situation, focusing on OEM instead of developing the exporting of home brand products. These companies do not have the sense of competition or awareness of brand.In recent years, with the rapid re-evaluation of Chinese currency, increasing cost of labor and raw materials, and the decrease of tax refund for commodities with low additional value such as the textiles and garments, situation is getting worse and serious. Domestic non-public enterprises are launching the competition with the foreign trade business. The stated-owned exporting enterprises face challenge and the crisis of existence because the benefit keeps decreasing.The essay hopes to analyze the current situation of the state-owned foreign trade enterprises in the new situation from four aspects: the lost of the dominant position of the domestic foreign trade enterprises, the decrease of the benefit, the lack of the support of industries, and the different attitudes to establishing brands. In order to integrate the working experience with the knowledge from books, the author provides some strategies concerning the situation of SUMEC Textiles & Light Industry Co., Ltd. The four strategies are: to improve the additional value of products, to establish home brand for export, to extend to the upper and lower parts of the supplying chain, to uplift the core competitive capacity of the enterprise. The author also sets forth the significance of establishing home brand. The author offers analysis of brand's strength, weakness, opportunity, threats, brand's orientation, brand's name and logo, trying to provide specific strategies for the company to establish brand. As a result, the author discusses the six points for the future development of home brand for the company.After the comprehensive case study and analysis, the author concludes that it is the only way of the existence and development for the state-owned foreign trade enterprises to strengthen awareness of brand, to establish its own exporting brand. and hope to provide a new mode for reference for the state-owned foreign trade enterprises.